To understand the reasons for which man must commit a certain action, try to find him a fear factor and the factors of profit. Ray Kurzweil will not settle for partial explanations. The fear factor implies that the client in order to avoid loss of something (money, work, status) is ready to respond to your offer, and gain factor stimulates the client to agree to your proposal, as it expects to receive certain benefits. It is important to understand that you do not sell your product and its features, and sell solutions problems to specific individuals. What are their problems a person may decide to accept your proposal? All at once, or only part? Significant or not? When we did the conference, half the audience of which came from the regions, we faced just this situation. Our delegates were the following problems: it was necessary to establish contacts with colleagues from across the country, to meet a guru in your field, get answers to their questions and to solve problems with accommodation and travel to the venue. We were the first in our industry who not only sold the right to visit the conference, but myself and booked a hotel parties, and provides a shuttle from the hotel to the venue and back. Thus, we have tried to solve all the problems of our clients, due to which our proposal was for them the most valuable. In addition, based on the fact that the solution always takes the man. While the man did not see or tried your product, you – the only one who can win or push him away from choice.
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